MINISO enters quick commerce with 90+ products on Instamart, including Harry Potter, Hello Kitty

Global lifestyle retailer MINISO has made its quick commerce debut in India through Swiggy Instamart, bringing more than 90 products across categories including accessories, kitchen and dining, stationery, toys, and arts and hobbies.

The partnership, launched on August 21, expands Instamart’s non-grocery offering as quick commerce platforms increasingly move beyond everyday essentials into lifestyle, gifting and general merchandise.

Harry Potter, Hello Kitty and Stitch products on offer

The MINISO catalogue includes everyday products such as backpacks, water bottles, tiffin boxes and stationery, alongside merchandise featuring popular global franchises.


Among the IP-led collections available on the platform are Harry Potter, Hello Kitty, My Melody, Kuromi, BT21 and Disney’s Stitch. The range includes products such as bags, notebooks, mugs, plush toys and other lifestyle accessories.

The retailer is known for combining functional products with colourful, youth-focused designs. Through Instamart, customers can access the assortment through quick delivery rather than traditional lifestyle retail channels.

“At Instamart, we're constantly bettering our assortment to reflect how and what customers shop today. MINISO has created a unique space in the lifestyle category with products that are fun, functional, design-led and accessible. By bringing the brand to Instamart, we're giving customers the convenience of getting these favorites delivered to their doorsteps while continuing to build a more comprehensive everyday shopping destination,” said Gautam Swaroop, Chief Business Officer, Instamart.

MINISO targets wider consumer reach

Charmaine Chan, Vice General Manager, Miniso India, said the partnership would help the brand reach more consumers through a faster digital shopping channel.

“We are pleased to announce that MINISO is now available on Swiggy Instamart. From well-designed, high-quality and value-for-money lifestyle products to IP collaborations and collectible toys that bring joy, comfort and emotional connection, MINISO continues to make everyday life more fun and inspiring. Through our partnership with Opptra, we look forward to bringing MINISO closer to more consumers across India with greater speed and convenience.”

MINISO will initially be available across key metropolitan cities from August 21, with the company planning to expand both its product catalogue and city coverage in the coming months.

Instamart expands beyond grocery

The launch is part of Instamart’s broader push into non-grocery categories. The platform has been expanding its assortment to include electronics, toys, beauty products, lifestyle items, gifting and other general merchandise.

Opptra, MINISO’s digital commerce distribution partner in India, is supplying the brand’s catalogue and supporting its launch and fulfilment on Instamart.

Instamart, launched in August 2020, currently operates across more than 131 cities, offering groceries, daily essentials and a growing range of non-grocery products through its quick commerce network.